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2. Master Thesis / Tesis Master
3. Faculty of Information Science and Technology / Fakulti Teknologi dan Sains Maklumat

Title:	Acceptance measurement of online ads on internet users in AlQuds Open University-Palestine
Authors:	Arwa Tahseen Salameh (P78198)
Supervisor:	Nur Fazidah Elias, Dr.
Keywords:	Online advertising Online marketing Internet users Internet users -- Palestine -- Case studies
Issue Date:	13-Jul-2016
Description:	Online advertising, also called online marketing or Internet advertising, is a form of marketing and advertising which uses the Internet to deliver promotional marketing messages to consumers. Advertising on the web plays a critical role in e-commerce. In spite of its purpose, there are people who are still not willing to use online ads. Therefore, the aim of this research is to evaluate the acceptance of online ad technology by internet users in Palestine based on UTAUT model. The proposed model has additional constructors such as ads environment, ads display, and brand name. To gather data for this measure, a questionnaire approach had been chosen. The questionnaire is designed based on past related research. Each constructor has its section of questions. The questionnaires are distributed to students and staff at Al-Quds Open University in West Bank- Palestine. Once sufficient data is gathered, SPSS and Partial Least Squares methods are used to analyse the data to test the research hypotheses. Results from the analysis show that users’ behaviour on the use of online ads is positively related to performance expectancy, facilitating condition, display ads, and ads environment. A brand name is positively related to buying behaviour. However, users’ behaviour on the use of online ads is negatively related to brand name and social influence. The behavioural intention of the user is proven to motivate users ’buying behaviour.The findings indicate some relevant aspects of the online ads that should be of concern for the users. Finally, the outcome of this research can contribute by helping the IT developers in designing better online ads based on the factors that affect the acceptance of online ads. This will then attract and convince advertisers to deal with online ads. Advertisers could also become aware of factors that could give impact to online ads so that they could decide where they can advertise and what kind of online ads should be chosen.,Certification of Master's/Doctoral Thesis" is not available
Pages:	81
Call Number:	TK5105.875.I57S238 2016 3 tesis
Publisher:	UKM, Bangi
Appears in Collections:	Faculty of Information Science and Technology / Fakulti Teknologi dan Sains Maklumat

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